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An Empirical Examination Of The Moderators Of Direct Versus Indirect Comparative Advertising, Chun-Kai Hsu
An Empirical Examination Of The Moderators Of Direct Versus Indirect Comparative Advertising, Chun-Kai Hsu
Theses and Dissertations in Business Administration
This research examines the relative effectiveness of different kinds of comparative advertising. The effects of direct and indirect advertising are discussed and empirically tested. Extant research focuses on the differential effects of comparative and non-comparative advertising. However, with the growing popularity of comparative advertising in recent years, it becomes crucial to examine different kinds of comparative advertisements more closely to provide guidelines to marketing managers in the application of comparative advertising. In the marketing literature, very little has been known about how advertising-specific moderators may influence the effectiveness of direct and indirect comparative advertising. In this dissertation, different advertising-specific moderators …
The Effect Of Online Reviews On Attitude And Purchase Intention: How Consumers Respond To Mixed Reviews, Chatdanai Pongpatipat
The Effect Of Online Reviews On Attitude And Purchase Intention: How Consumers Respond To Mixed Reviews, Chatdanai Pongpatipat
Theses and Dissertations in Business Administration
Three studies investigate how consumers respond to mixed reviews under personal and social influences. The first study looks at how individual self-construal influences the way consumers process mixed reviews from professional critics vs. regular consumers. The study finds consumers with an independent (interdependent) self construal to have less favorable attitude and to be less likely to purchase the product when the negative review comes from professional critics (consumers). Study 2 explores how consumption social context determines the way consumers respond to mixed reviews and how consumer knowledge moderates this behavior. For public consumption, the study finds that both attitude and …